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Columbia Records is an American record label, owned by Sony Music Entertainment, and operates as an imprint of the Columbia/Epic Label Group. It was founded in 1888, evolving from an earlier enterprise, the American Graphophone Company — successor to the Volta Graphophone Company.[1] Columbia is the oldest surviving brand name in pre-recorded sound,[2] being the first record company to produce pre-recorded records as opposed to blank cylinders. Columbia Records went on to release records by an array of notable singers, instrumentalists and groups. From 1961 to 1990, its recordings were released outside the U.S. and Canada on the CBS Records label before adopting the Columbia name in most of the world.
Until 1989, Columbia Records had no connection to Columbia Pictures, which used various other names for record labels they owned, including Colpix, and later Arista (rather it was connected to CBS - which stood for Columbia Broadcasting System, the former owner). That label is now a sister label to Columbia Records through Sony Music; both are connected to Columbia Pictures through Sony Corporation of America, worldwide parent of both the music and motion picture arms of Sony.
The 4Ps are:
* Product (or Service)
* Place
* Price
* Promotion
A good way to understand the 4 Ps is by the questions that you need to ask to define you marketing mix. Here are some questions that will help you understand and define each of the four elements:
Product/Service
* What does the customer want from the product/service? What needs does it satisfy?
* What features does it have to meet these needs?
o Are there any features you've missed out?
o Are you including costly features that the customer won't actually use?
* How and where will the customer use it?
* What does it look like? How will customers experience it?
* What size(s), color(s), and so on, should it be?
* What is it to be called?
* How is it branded?
* How is it differentiated versus your competitors?
* What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).
Place
* Where do buyers look for your product or service?
* If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
* How can you access the right distribution channels?
* Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?
* What do you competitors do, and how can you learn from that and/or differentiate?
Price
* What is the value of the product or service to the buyer?
* Are there established price points for products or services in this area?
* Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?
* What discounts should be offered to trade customers, or to other specific segments of your market?
* How will your price compare with your competitors?
Promotion
* Where and when can you get across your marketing messages to your target market?
* Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet?
* When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?
* How do your competitors do their promotions? And how does that influence your choice of promotional activity?
Until 1989, Columbia Records had no connection to Columbia Pictures, which used various other names for record labels they owned, including Colpix, and later Arista (rather it was connected to CBS - which stood for Columbia Broadcasting System, the former owner). That label is now a sister label to Columbia Records through Sony Music; both are connected to Columbia Pictures through Sony Corporation of America, worldwide parent of both the music and motion picture arms of Sony.
The 4Ps are:
* Product (or Service)
* Place
* Price
* Promotion
A good way to understand the 4 Ps is by the questions that you need to ask to define you marketing mix. Here are some questions that will help you understand and define each of the four elements:
Product/Service
* What does the customer want from the product/service? What needs does it satisfy?
* What features does it have to meet these needs?
o Are there any features you've missed out?
o Are you including costly features that the customer won't actually use?
* How and where will the customer use it?
* What does it look like? How will customers experience it?
* What size(s), color(s), and so on, should it be?
* What is it to be called?
* How is it branded?
* How is it differentiated versus your competitors?
* What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).
Place
* Where do buyers look for your product or service?
* If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
* How can you access the right distribution channels?
* Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?
* What do you competitors do, and how can you learn from that and/or differentiate?
Price
* What is the value of the product or service to the buyer?
* Are there established price points for products or services in this area?
* Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?
* What discounts should be offered to trade customers, or to other specific segments of your market?
* How will your price compare with your competitors?
Promotion
* Where and when can you get across your marketing messages to your target market?
* Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet?
* When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?
* How do your competitors do their promotions? And how does that influence your choice of promotional activity?